Last updated Jan. 21, 2019
Why do you really need a website as gastroenterology? It is expected that you must have answered this question before launching your digital presence.
There are lots of things you can do to take full advantage of what the internet offers and lead generation is one of the most important ones.
Optimizing your gastroenterologist practice website for lead generation is very important.
You gain new customers by generating leads and nurturing them till the final stage. But how do you optimize your website to generate a lead?
Like other goals in digital marketing for Gastroenterology practices, lead generation is not something that just happens: it needs to be approached strategically if you want to make any meaningful progress.
You need to understand how lead generation works before you can actually take advantage of it. How does a casual website visitor suddenly become a lead?
Typically, the lead generation process starts when a casual website visitor clicks on a call-to-action (CTA) button on any of your website pages or blog post.
Clicking on such buttons takes the visitor to a landing page created specifically for marketing purposes. Ideally, landing pages have contact forms that are used to collect the visitor’s contact information.
Visitors that fill out these forms are usually taken to a ‘thank you page’ and are now leads, considered closer to booking an appointment with your office.
Now that you understand the process of converting regular visitors to leads, how then do optimize your gastroenterologist practice website for lead generation? There are different ways to market your gastroenterology practice website and we will discuss the most important ones below:
1. Add Forms to Pages that Get the Most Traffic
Your website pages perform differently and you need to understand the best ones for lead generation. It will be necessary to start by benchmarking your current state of the lead generation so that you understand where needs improvements.
You can use your analytics tools to understand where most of your website traffic is coming from and optimize the pages they are landing at. Common places where traffic can come include blog posts, email marketing, live chat, and social media.
When you ascertain where you are getting most of your visitors from, optimize the pages they land on by adding forms there.
Ensure that the page is relevant enough and can keep the visitors engaged. Also, solicit their contact information on the same page.
2. Measure the Performance of Each Lead Generator
By measuring the performance of each lead generator, you will be in a better position to understand what works and what doesn’t; this will help you to make improvements that will make your website optimized.
Tools like Website Grader can evaluate your major lead generators and provide feedback on how you can make improvements. You can equally compare the performances of your landing pages.
Look at the ones that are doing well and identify anything they have in common; compare with the ones that are not doing so well and you can see ways to tweak them to improve their performance.
You can also run an internal report to determine landing page visits and CTA clicks to see which of your offers are generating more interests from your website visitors.
3. Optimize Each Step of the Lead Generation Process
Lead generation for Gastroenterology website is a process and you need to make it smooth to get the best result. From the CTA buttons to the ‘thank you page’, ensure that the path is optimized.
The key is to ensure that the information and offers in these pages remain constant. Ensure that each CTA button is simple enough in contrasting colors with where they are placed in your site.
Ensure that the message in the landing pages they lead to is consistent with the offer and clear enough (you should also have several landing pages). The ‘thank you’ page shouldn’t be neglected too.
There should be an actual link to get whatever offer you made in your landing page: you can also include a form for another related offer and a social sharing button.
You can also follow up each lead by sending a kickback email, which is basically a thank you email. It can help you better to engage the new lead.
4. A Basic CTA on Your Homepage can be Helpful
The homepage of your gastroenterologist practice website sits on top of the marketing funnel and you can optimize it for lead generation. Making it attractive and rich enough is a good thing to do and you can follow that up with a CTA.
It should be something basic at this point. It can be as simple as a subscription to the valuable information you offer.
For the ones that subscribe, you can follow them up with valuable emails and posts that can keep them engaged until they turn to market qualified leads.
5. Develop a Live Chat Service for Your Website
Live chat service is one trendy feature you will like to include in your gastroenterologist practice website. It is a potential lead generator and has a high conversion rate.
You need to approach this carefully for the best result. It may be okay to have this in your homepage but you can also install them in other pages you know will deliver the needed result.
There is no room for guesswork here, audit your website to ascertain the page that engages your website visitors most.
It is also best when your live chat tool is installed on the pages where your visitors need the most assistance and information.
The feature will be helpful for them and will also engage them more. You can also integrate your customer service team with the feature and this will facilitate the process of lead conversion easier.
6. Test, Test, Test
Digital marketing experts will often tell you to test, test, and test more until you get what works. This is applicable when you are trying to optimize your gastroenterologist practice website for lead generation.
A/B testing can be used to check every step of your lead generation process and it can turn things around for your website in a manner that will amaze you by doing such basic things as testing out the wording of your CTA buttons, changing the layout of your landing page, and changing the images you are using, you can discover something that can perform wonders for your clickthrough rates and the overall performance of your campaigns.
7. Nurture Your Leads
We can’t talk about optimizing your website for lead generation without talking about the need to nurture your leads. Even when you succeed in improving your lead generation, it wouldn’t amount to much if you do not nurture the leads.
While some lead can turn to customers without you doing more, most will not use your services or book consultations unless you nurture them strategically.
In most cases, leads are only as good as your nurturing efforts. The secret is to place the leads your website generate into a workflow and deliver valuable engaging gastroenterology content that matches their interest.
After the thank you email, you can keep them updated with follow up emails that have rich engaging content you know will be useful to them. Learn more about them as you nurture them and try to be as relevant as you can be.
It is also important that you keep to the ethics of your profession as you try to turn your leads to customers. A good reputation is very important.
Your gastroenterology practice will benefit so much from leads generation. It is the gateway to enjoying the dividends of owning a website.
With the tips above your website will be optimized for lead generation and your practice will experience the best of digital marketing.